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摘 要
随着我国经济的快速发展，居民收入水平的快速提高，房地产欧亿·体育（中国）有限公司步入快
速发展的通道。企业规模的快速扩张，同时操盘更多项目，因此多项目、跨区域
开发是房地产企业发展的必然趋势，近两年以绿地、万科、万达为代表的房地产
企业已经进入海外谋求发展。由此而带来企业总部、区域、项目之间的管理层级
更多、管理半径更长；竖向管理层级之间、横向业务部门之间、横向与纵向管理
线之间交叉的沟通、协调、管理、监控更加复杂。如果不能有效解决，会造成公
司运营管理效率低下，无法体现出规模化的优势。近几年理论界和地产公司根据
现实存在的问题和实际管理需求纷纷开展房地产运营管理理论的研究和实践。作
为公司运营管理重要组成模块之一的运营计划管理体系是本文研究的重点。目前
很多地产企业由于扩张太快，旧的管理体系跟不上企业发展战略需求，计划管理
往往还停留在单一项目的层面或者还在摸索改进过程中，计划执行效果差，难以
实现计划目标，无法保障公司经营目标的实现。因此，建立有效的运营计划管理
体系是房地产企业提升多项目运营管理水平的有效途径之一

房地产欧亿·体育（中国）有限公司除内部管理提升需求外，还要面临国家对欧亿·体育（中国）有限公司产业政策、金融政
策、土地政策调整不可控风险因素、欧亿·体育（中国）有限公司间竞争加剧等问题。因此建立一套高效
的运营计划管理体系可以增强企业灵活性和提升开发效率，规避风险因素和提升
企业核心竞争力，其重要性逐渐引起房地产企业高度重视

为了解决WT 地产在发展的道路上面临的同样问题，本文以WT地产运营计
划管理体系建立研究为例，研究WT地产运营计划管理体系的建立过程。结合WT
地产的战略、管理水平实际情况出发，探索WT地产多项目运营计划管理问题的
根本原因，欧亿·体育（中国）有限公司内标杆企业研究，建立运营计划管理体系的理论基础；WT地产
运营计划管理体系的策划，包含运营计划的设计、编制、监控与评估考核。WT
在建立运营计划管理体系后，公司的运营计划管理水平和项目开发速度取得了显
著的推动效果，为WT地产带来经营效益和管理效率极大提升，为企业的可持续
发展奠定良好的基础对同等规模的房地产企业有着一定的借鉴意义

关键词： 房地产；运营计划管理；多项目
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Abstract
With the rapid development of China's economy and increase of the residents’
income level, the real estate industry has entered a rapid development path.
Multi-project, inter-regional development is the inevitable development trend of real
estate enterprises. Nearly these two years, the representative real estate enterprises,
like Greenland, Vanke, Wanda , have entered overseas for development. The company
has rapid scale expansion, with more projects to operate. This brings more
management level between headquarters, regional, and projects; longer management
radius; more complex communication, coordination, management, monitoring
between vertical management level, horizontal business sectors, vertical and
horizontal business cross sectors. If there’s no effectively solution, it will lead to low
operations management efficiency and unable to reflect the scale advantages In recent
years, theorists and real estate companies started to carry out research and practice on
real estate operations management theory based on real problems and real
management needs. As an important component of the company's operations
management modules, operational planning management system is the focus of this
study. At present, due to the fast expansion of many local real estate companies, the
old management system cannot able to keep up with the needs of enterprise
development strategies, planning management still at the single project level or still in
the exploring and improvement process with low efficient implementation, difficult to
achieve planning and operation objectives. Therefore, the establishment of an
effective operational plan management system is an effective way to enhance the real
estate enterprises multi-project operation and management level.
In addition to improve internal management needs of real estate industry, it also
will face the external uncontrollable risk factors from the government like industrial
policy, financial policy, land policy adjustments; industry competition issues.
Therefore, the establishment of an efficient management system could enhance
flexibility of enterprises and development efficiency, avoid risk factors and enhance
the core competitiveness of enterprises. Its importance gradually caused real
estate enterprises attention.
In order to solve the same problem WT has faced during its development this
paper takes WT real estate company operation plan management system as a case北京工业大学工商管理硕士专业学位论文
study, research establishing process of operational management system in WT,
Concerning the strategy, management level of WT, the study will explore root
causes of multi-project operation planning management problem, research for
industry benchmark corporate, and establish the theoretical basis of operational
planning management system. The operational planning management system of WT
includes the design, draw up, monitoring and evaluation assessment. After
establishing this system, the company’s operational plan management and project
development speed achieved remarkable results. The operational efficiency and
management efficiency also has a great improvement in WT. It will establish a good
foundation for the company’s sustainable development and has reference meanings to
other real estate enterprises with same scale.
Keywords: The property; Operation planning management; Multi-project